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Pelargonium for Europe

• May 2018 •

Pelargonium for Europe is a marketing initiative founded by pelargonium breeders to promote and ensure long-term geranium sales across Europe. Our trade news is here to keep breeders, growers, retailers and interested trade parties informed with what the campaign is doing in 10 different countries.

What happened last month
Just a few of the many activities completed & clippings achieved
Events, TV & Radio collaborations
• Pelargoniums received fantastic national television coverage on Dutch TV show Koffie Tijd, organised by our Dutch agency, Concept Factory. On the show, plant stylist Judith tells viewers that geraniums are no longer old fashioned - they're hip and available in a huge range of styles, and she shares styling ideas and geranium care advice. Watch the whole clip here.

• Popular children's radio channel Radio Teddy is giving away 10 prizes of geraniums and pots in time for Mother's Day, with announcements made everyday on the radio from May 7 to 11. Read more online and listen to the advert. 

Poland  Pelargoniums sponsored four Polish TV programmes dedicated to balcony decorating! See more about one here.

In April, a floristry workshop took place at Bronisze market with 35 participants creating wreaths for different occasions, sponsored by pelargoniums.

On Women’s Day, our partners PiArt sent journalists a package containing macaroons in pelargonium colours named PELARGONIKI (paraphrasing the Polish name for macaroons - Makaroniki), along with downloadable images and information. 

•  A competition has been launched across 14 consumer media titles to win a geranium prize.
Europe-wide consumer clippings
Our partner agencies have generated lots of press clippings already, here are just some examples...

Germany • An article in popular gardening magazine 
Mein Schoener Garten.

Belgium • clipping in Jet magazine.

Netherlands  feature in Dutch newspaper Vrij Nederland.

Italy  Two-page feature on geraniums in Mio, a weekly lifestyle magazine, and an online article in Quotidiano, national daily newspaper. Ansa, the most important Italian press agency dedicated three articles to geraniums, here’s the first, second and third.

Austria • Full page feature in daily newspaper Kurier (Tageszeitung), online clippings and a radio interview about a Vienna event (more info below).

Poland  Two full pages in 
Weranda - an interior magazine and a full page in Kocham ogród - gardening magazine.

Sweden  Our partners Blomsterfrämjandet have been promoting pelargoniums on their own popular social media, with consumer press clippings, and have been promoting pelargonium in winter gardens which are very popular in Sweden.
Trade press clippings & activities
Not only are we increasing visibility among consumers, we're also encouraging the trade to buy, sell and plant more geraniums. Here are just a few trade press examples...

Full page in ProLandscaper print edition and online at leading Hortweek magazine.

Austria • Two page feature focussed on pelargonium in leading magazine Gärtner & Florist.

Poland • Online and a full page print article in Rosliny ozdobne trade magazine.

Trade newsletters 
A number of our partner agencies have good trade connections and databases, and have sent email newsletters to thousands of their own trade contacts, such as this one sent to Dutch florists and garden centres.

International PoS materials
A selection of posters, banners, flyers, extra large flags and other point of sale materials have been adapted from German into Dutch, Italian, French, Polish and English. Our partner agencies are promoting the availability of these files, which can be downloaded for free and then printed by anyone in the trade. They are being promoted in each country by our partner agencies, and they can be found online here.

Our partners BHR are working on a special project which will allow retailers to create their own branded pelargonium point of sale materials.
What's coming up next
Just a selection from the many plans we've got lined-up
Geraniums at Chelsea Fringe
• Our partner agency JE Communications has organised an exciting geranium event for London's Chelsea Fringe festival, which will see the front of a central London hotel decorated with hundreds of geranium plants.

Funny selfie competition
Netherlands & Belgium 
• We have launched an Instagram competition calling for people to post a funny photo of themselves with geraniums with hashtag #achterdegeraniums, see the first post. 

Sponsoring women's festival
 Pelargonium for Europe will sponsor Libelle Zomerweek, a big women's event  which will welcome 80,000 visitors. Clippings will follow in August and again next year. 
Influencers on Instagram
Our partners AdMirabilia are launching an Instagram campaign that will see a number of popular influencers create dedicated posts inspired by the topic #GeraniAndTheCity to reach thousands of followers.

Starring at horticulture events
• Geraniums are taking centre-stage at Blumenmärkte 2018, a large flower event taking place in Vienna throughout April and May.

Geraniums will feature in the Salon du végétal in Nantes in June. 

Hundreds of real-life photos
• Lots of our partners are running social media selfie and photo competitions. PiArt have already received hundreds of photos of geraniums from their followers in Poland, they'll be sharing more and running a competition for a beautiful balcony award.
Words from one of our partners
Feedback from our European partner agencies & organisations
This month we asked Stéphanie Bauer from our German agency Prêt-à-Communiquer for her thoughts on the campaign: 
"Pelargonium for Europe is promoting beautiful geraniums all across Europe. Working with colleagues from different countries is an exciting thing, because you can see how people everywhere are really connecting with their garden and plants to energise themselves and increase their quality of life. For each country in Europe, geraniums have a very special position, they somehow remind you of your grandma and at the same time, you can be amazed by their incredible modernity in terms of shape and colour. Promoting them as part of our culture and modern way of green living is very refreshing.”


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See you next month!
PfE trade news is delivered monthly from March until September
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